Crown Resorts is ushering in a period of renewal and growth with major updates to its leadership and brand partnerships. The company announced that The Hon. Martin Pakula will take over as Chair of Crown Melbourne, while AFL sensation Harley Reid has been signed as an official partner of Crown Perth, strengthening the operator’s ties to both governance and community engagement.

Martin Pakula to chair Crown Melbourne Board:

Effective May 1, 2025, Martin Pakula will join the Crown Melbourne Board, stepping into the role of Chair from July 1. His appointment follows the tenure of Ian Silk, who led the company through a transformative period that culminated in the reinstatement of Crown Melbourne’s casino license by the Victorian Gambling and Casino Control Commission.

Pakula’s appointment comes with significant industry experience, having served as both Attorney-General and Minister for Tourism, Sport, and Major Events within the Victorian Government. He also chairs the Australian Grand Prix Corporation.

Commenting on the transition, Crown Resorts CEO David Tsai said, “Martin’s appointment comes at an exciting time as Crown continues to focus on innovation and growth. I look forward to Crown benefiting from Martin’s extensive industry and leadership experience. I would like to express my sincere thanks to Ian for his exceptional leadership and the pivotal role he played in overseeing Crown Melbourne’s extensive transformation.”

Silk, who has overseen a two-and-a-half-year period of intensive reform, expressed pride in the progress made during his leadership. “It has been an honour to serve as Chair. I am extremely proud of what we have achieved over the past two and a half years, and I want to thank everyone at Crown Melbourne for their dedication and hard work. I’m confident Crown Melbourne will continue to thrive with Martin’s leadership,” he said.

Pakula also shared his excitement about the new role: “I am delighted to accept the role of Chair at Crown Melbourne and to play a role in its exciting future. Crown is an iconic business that is a critical part of Victoria’s economy, tourism and entertainment industry.”

Harley Reid partners with Crown Perth:

On the western front, Crown Perth has signed rising AFL superstar Harley Reid as a brand ambassador, establishing a new high-profile partnership with the city’s flagship entertainment hub. Crown will serve as Reid’s principal entertainment and venue partner, joining a sponsor lineup that includes household names like Puma and Toyota.

As part of the agreement, Reid will regularly appear at Crown Perth, with plans to host special events, participate in guest promotions, and make occasional surprise visits. The partnership also allows him access to the complex’s trio of hotels, its theatre, and its more than 30 restaurants and bars.

Expressing his enthusiasm, Reid said, “Crown has become a bit of a home away from home for me and my family. We always enjoy our time there — the service, the atmosphere, and the way they look after us is first class. I’m proud to be partnering with a brand I advocate for in a very genuine way. I love staying here with my family and friends, and I look forward to creating unforgettable memories together.”

Carter Bair, Chief Marketing & Gaming Officer at Crown Perth, described the decision as straightforward in the company’s press release: “There’s a huge amount of interest in Harley and his AFL future, and now we can proudly say we know exactly where he’s staying. He’s already a much-loved, dynamic player with passion for entertaining fans, so it’s the perfect alignment for us.”

Both Crown Melbourne and Crown Perth are deepening their local roots through leadership transitions and high-profile affiliations. Crown Perth maintains partnerships with Optus Stadium, RAC Arena, and the city’s AFL teams — all aimed at elevating the state’s sports and tourism sectors. These initiatives reflect Crown’s wider commitment to supporting community-focused experiences and continuing its evolution as a modern entertainment leader.